The Hundreds
Los Angeles streetwear label and media platform founded in 2003.
The Hundreds launched in Los Angeles in 2003 as a brand with a blog attached — an unusual structure at the time that turned out to be the model much of the industry eventually adopted.
Brand and platform
Publishing alongside the clothing gave the label a direct relationship with its audience and a voice in documenting the culture it was part of. That dual role is a large part of why the name carries authority beyond its sales volume.
At consumer shows
Labels with editorial credibility draw a different crowd than labels with only product. The conversation at the stand tends to be about the scene rather than the garment, which is a slower sale and a stickier one.
Related coverage
ComplexCon is a trade show pretending to be a party
For an independent label, one weekend here can outperform a full wholesale season.